Increase Your Ranking: PPC, SEM, and Paid Social - Social Assurance
 
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Increase Your Ranking: PPC, SEM, and Paid Social

June 11, 2020
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How do you rank when your customers are searching the web for a service you offer? Are your competitors bidding on your name? Why do you need a Facebook Pixel? This webinar will answer common PPC, SEM and paid social questions so you’re able to start building proven, repeatable strategies to grow your sales.

We cover areas how to get started, including how to:

  • Set specific goals that your financial brand can stick to
  • Follow the data to help you optimize for best results
  • Build off your other offline and online efforts

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Transcript

Ben Pankonin 0:24
Well, welcome to another webinar with social insurance. I’m Ben Pankonin. And and we are going to be talking today about increasing your ranking, pay per click sem and paid social today and I am here today with Robert. And, Robert, we are obviously in person today. Yes. So, you know, things are opening up lots changing. And we’re excited to introduce Robert, this is your first time on a webinar with that. Yeah, first time on the webinar. I’m gone, but it’s also a first time of a lot of other things for you lately too. Um, yeah.

Robert Vencil 1:00
So you’re how many weeks into a new baby at your house six weeks today? Six weeks. So yeah, a lot, a lot of changes so long. I mean, I don’t know if this is going to be as big of a transition for you today with the first webinar, but we’ll see if I’m off channel. Okay. Okay. A lot of good first.

Ben Pankonin 1:19
Well, Robert, you joined our team to really help us with a lot of this SEO sem with a background in digital marketing pay per click, and then master’s degree in what is it strategic digital digital strategy, digital strategy. Okay.

Well, we’re really excited to have your talents. You know, even this week, I’ve had a bunch of conversations behind the scenes of people saying, hey, um, so I saw we’re ranking on things that we weren’t ranking on before and I saw some of these things. So it’s, it’s really fun for our team to get a lot of your expertise and so I’m excited to share that with everybody today. Yes, finger

Robert Vencil 2:00
Being able to join the team and kind of bring my knowledge and help the company grow. And, you know, I’ve been doing this for about five years now paid specifically for three and a half. And it’s great to bring in this talent and love talking about it. So awesome. Well, today we’re going to be kind of talking about what what paid means, like, why, why would we do online advertising specifically, we’re going to be talking about kind of what makes it work, some of the mechanics of that, and then we’re going to talk about how we make it all work together. So as we’re talking about that, as is always the case with our webinars, feel free to use the hashtag social bank

Ben Pankonin 2:40
or text me. So since we’re in person, we’re kind of trying some new things. And so we’re trying to kind of have a little bit more of a conversation, but then also, you know, feel free to jump in and ask questions. We do have some people helping with questions, but we are also filtering this question so we can help answer those as well. So Feel free to jump in on all the social channels as well. So when we talk about why we pay, one of the things that we have a lot of conversation with clients around is you so why would I pay for this social media and the primary ways we want to lower that cost? If we want to lower that cost to acquire a customer to reach new engagements? Realistically, that’s the biggest motivating factor. So we want to we want to lower those costs as much as possible. And, you know, I think the other thing that we want to talk about, you know, lately is, you know, with social media being such an elevated stance, why is it that we have a lower cost in social media? So you and I have talked a lot about the supply and demand factors. How have you seen that in the last couple of months with with Facebook, in particular?

Robert Vencil 3:56
Yeah, so you know, Facebook the past couple months, you know, engaged And across the board have been going up and Facebook usage and social media usage is going up. So with that there’s an audience there that’s looking to be captivated. And so as that, you know, demand for that real estate’s going up And so with that, that’s a good channel to be getting your message across to organically and from a standpoint.

Ben Pankonin 4:19
Yeah, so So the way I think about it a lot of times this, you know, a my drive down to the office today, I probably past 20 or 25 billboards. And, you know, so if I was thinking about the internet in those terms of billboards, you know, if, if people are spending more time on social media platforms, that it’s sort of like we lengthened that commute. And so now, instead of driving past 20, or 25 billboards, if I spent instead of taking that 20 minutes to get to the office, I took 40 minutes to get to the office. That’s the equivalent of me spending double the time on social media. Instead of seeing 25 billboards, I’m now going to see 50 of those. Yeah. So so really mystically, when you look at Facebook stock price, I haven’t checked it today. But, you know, last I checked there about a 600 and $50 billion company. And you know, they’ve increased their stock price and because of earnings over the last few months, part of that is because people are spending more time there. Yeah, so it’s a simple supply and demand. If I spend more time there, I’m able, they’re able to serve me more ads, if I interact more, they’re able to increase essentially their pricing. So you get some information about paid ads, like, you know, how much people are using it. Yeah,

Robert Vencil 5:36
so kind of going to your topic there, you know, more people spending time on Facebook. I mean, this is true across digital platforms across the board. Um, you know, almost all Americans are attached to the internet daily from some sort of device and of that percentage even more, or attach multiple devices. I mean, look at us right now, we’re using a desktop to run this webinar and you’re checking your tweets on your phone. So those are multiple different touch multiple touches. reach you. And what paid ads allows you to do is to get that consistent message across the board. You’re not having to silo, you know, into a billboard into a TV spot and hope that you catch that person driving down the street and then chooses local news that night. This gives you an opportunity to reach people while they’re on their desktop or on their on their device. In digital usage has just been going through the roof, you know, for the past decade. And that trends not going to stop that Google number right there. 5.8 billion searches. Yep. Two years ago, that was 3.3. So it’s, it’s just going in the right direction. So where do you want to be you want to be where your customers and where your potential customers are going to be and paste the best way to reach them?

Ben Pankonin 6:43
Well, even yesterday, we were talking about, you know, for another project, YouTube ads, and so the content there really isn’t. Isn’t that high of a cost anymore? Yeah. So why pay paid to ads? You know, what, what sort of benefits do we get into paid ads? We wouldn’t get out elsewhere.

Robert Vencil 7:01
Yeah. So you know, beyond reaching people of various touchpoints and their online journeys, you’re also getting instant results and instant analysis and instant feedback. So when you think of a traditional campaign, a lot of it’s after the fact analysis, okay, what worked for this campaign? What can we change going for the National? well paid ads, you don’t have to do that paid ads, two weeks in, you can see what ads driving the clicks, you know, what pages on your website are getting the best engagement and if it’s not where you want to, where you’re not where you want it to be, you can make the change. So that gives you instant insights, you know, an instant analysis of what’s going on. And the other thing is you can reach that particular audience you’re looking for. So these platforms allow you to layer audiences from different demographic standpoints location, age, income, all the way into how they interact with your site and your brand currently. So do they engage with your Facebook page? Do they visit your homepage did they visit your auto loan page and this allows you to silos people into their own funnels and reach them where they are.

Ben Pankonin 8:04
Well, I love you, I love what you talk about layering because even when we look at an ad like this with first national, it’s not just that they’re targeting me because I was checking some mortgage rates, but they’re also able to then see if I click through that, learn more, and I enter into their Google Analytics, we get to see different data come in there, and we sort of get to four marry all of those things up together. So, you know, Robert, I get asked a lot of times about pay on my Facebook page. You know, people don’t want us to talk about products. So, you know, I, I’ve kind of used this example of course, you met my dog rigo. But, um, you know, I couldn’t use the example is kind of like your drive. You know, really the only thing we were using our drive thru was to hand out suckers and hand out dog treats, you know, talk about you know, kids and puppies, then we probably wouldn’t be able to You know, drive a lot of business. Yeah. But we still have ads in our drive thru. And we still remind people that we have other opportunities and offers. And so I think the other factor that you’ve reminded us a lot of that page isn’t necessarily where we’re placing those ads either.

Robert Vencil 9:17
Yeah, yeah. So you know that, that great organic content, that great content that you’re having that’s driving interaction with the client base, your customer base on your Facebook page, that solid you need, that needs to be a part of your strategy. But what paid ads allows you to do was kind of go beyond people having to visit your your social media accounts, your website. And this allows you to reach them at different touch points with a message that’s a little more business objective focused and kind of allows you to still put that sales aspect into your social media strategy. Cool.

Ben Pankonin 9:50
Yeah. I mean, I think it’s, I think it’s worthwhile to to look at how that plays off. You know, when we place an ad, it doesn’t mean it’s showing up on your Facebook feed a lot of times You know, that ad that you just saw from first national wasn’t? Wasn’t on their Instagram? That’s that’s something that they’re advertising externally to people based on targeting. Right. So in my case, probably that I searched for some mortgage rates. So it a little differences between organic and paid when we start thinking about those. What do you really see is the differences between those?

Robert Vencil 10:25
Yeah, so that there is a big difference between the two and both work together. So a part of your digital strategy is you need great organic content, and you need a great organic strategy. So you know, some statistics out there, ranking in the one spot on a search engine results page gives you on average across the industry about 20% click through rate, you drop one spot lower down to the second position, your click through rate almost gets cut in half, you’re down to 10 and a half percent. And so that shows the importance of being high on a search page. Well, it also takes time and it takes a lot of effort to get there. So It’s you know, you’re talking months, maybe years to get into that number position. The nice thing about paid is you can get there by the end of the day, you know, with with a great content strategy, great bid strategy, and great targeting you layer all those things together pane allows you to get quick results and get your message up quick, which allows you to also adapt to changing times in a changing environment. So, you know, short term wind can still be a part of your long term strategy. And another thing is, you know, that it’s a little more transparent on the paid side of how you’re going to target and who you’re targeting where the Google algorithm from the organic side is hidden. It’s kind of guesswork of, you know, they come out with updates every once in a while you go check your results and say, Okay, what changed that caused my rank to drop where on the paid side you have an idea of what it takes to get get high high rankings?

Ben Pankonin 11:50
Yeah, I like to you know, the the understanding that it’s more transparent what’s happening on paid. I think it has to be right like we wouldn’t trust it. We wouldn’t you Got it and huge brands probably wouldn’t use it if we didn’t know what was happening to get those spots. But I think it’s also I love where you’re repairing like, this is a short term strategy that influences a long term strategy. You know, ultimately, we would love to just be on the one spot for your mortgage rates or for auto lending, whatever that is, but like, we have to, we have to come play with the hand, Cordell. Yeah, work our way up that too. Yes. So I like that. I think this is one of the other things that we run into a lot is, you know, if you were looking if you were coming into 2020, saying, Hey, I know what things are going to look like. In 2020. You may have laid out here quarterly campaigns, I’m sure mid season for traffic on this one that are like, Hey, here’s what happens to my second quarter. My second quarterly campaign is done. And I think a lot of times we’re expecting Mark To come in, whether it’s an agency or someone externally and say, Hey, so in 2021, we’d like to run for campaigns. And here’s what those will look like we’re predicting these things. If you predicted 2020 on the dot, and come manage my stock, like, like, that, you’re amazing. So we just can’t think that long term. And even, you know, we’re running some things where, you know, we’re saying, hey, by July 1, and we’re in the conversation today about ads that are that we’re doing for July 1. So So I mean, I think we can move really quick in this space. So I think it does allow us to move a lot faster.

Robert Vencil 13:44
Yes. And that’s and that’s important. That’s one of the beauties of you know, running paid ads is it allows you to adapt quickly to a changing market. You know, that that’s part of the game of marketing is adapting to what’s in front of me and how to get that that traffic and, and generate those leads or whatever business gentleman’s Yeah,

Ben Pankonin 14:02
we had a comment in for my friend Matt, who says, so are in this is over on Twitter, he says, so are marketers that whether person’s business, right? kind of feels like that, right? If you were trying to gauge 2020 chances are good, you didn’t do really well and gauging what the weather was going to look like. And that kind of feels right. When he says, you know, it’s about the weather. We’re kind of thinking the next 10 days, in some cases, right, we’re thinking of the 10 day forecast, not the, you know, 2021 forecast. So, I think it’s a great analogy, Matt, thanks for that. So, you know, I, I kind of use this phrase that you hire a marketer, not a fortune teller, you know, yeah, we need to be thinking about where we’re at in the conditions now and then how we adapt to that. If that if that means we have a housing crisis in the next three, six months, we don’t really know and I don’t think a lot of the predictors know because we also don’t know what kind of You know, macro economic influences. You know, we’ve obviously got health concerns, all of those sorts of things. But, you know, we don’t know if the, if we’re gonna have another government stimulus and what what effect that has. So we don’t really know. But what we know is kind of what we’re dealt today. And so what you’re helping us to really do and why I think we’ve had a lot of success in the recent past is, you know, we’re, we don’t have the time for those typical length campaigns. And yeah, yeah. So yeah, good, good stuff for us to think about. Now, I really want you to help us guide us through, because you’ve helped me understand a lot of this. How really does this stuff work? I think, you know, I’ve been to the conferences where we’ve had the SEO experts, sem experts have said, here’s how, you know, here’s how it works. And they really don’t they really don’t tell me how it works. So I want you to get dive in and really tell us

yeah, we can do all this works. So why do I see the

Robert Vencil 15:57
ads I see. So kind of going back to that he Your idea of more transparency behind the algorithm is, you see the ads, you see because a company is targeting you specifically, and they can control those targets. So across the board, you know, you’re seeing ads on Google on YouTube, LinkedIn, Facebook, and I’m sure you’re seeing, you know, some cohesion of those. Well, that’s because they’re tying those strategies together. And so how they’re surfacing to use what’s called the auction is this magical little world that happens in an instant, that a lot of people think they don’t know what factors into that when in reality, we do have an idea. So the biggest factors are one your audience settings. So who am I targeting? You know, if you’re searching First National Bank, here in Lincoln, Nebraska, most likely, you’re not going to get serve ads for the Columbus branch. You know, it takes stuff like location, the demographics, you’re hitting, did you interact with that brand before? And so those factors go into whether this ad is going to show to you now, the next thing is the bid. So Google and Facebook and all These companies have put in protections where you can’t just focus on the bid and jump to that one spot or show up on people’s Facebook feeds all the time. All of this works together. And so you have to have a competitive bid, but I can’t throw $100 per click and expect to rank and one another thing to add quality. So you have to have killer content, you know, your ad has to be relevant to you, then it has to be relevant to social insurance, the website and ask the relevant to the previous users behavior. So having interacted with these ads before, what is your location? Are you on mobile or on desktop? And finally, the competitiveness of this? So are these terms? Is your placement on Facebook overly competitive? Um, you know, are you in some niche market? Or is this something where there’s 10 other companies trying to fit fit for your click bid for your view. And so all these factors work together and all these factors, kind of minus user behavior we have control of and we can work and manipulate to get our Showing who we want when we want them. And some really asked the big difference between organic and paid is we can influence that and get our ads across the eyes we want.

Ben Pankonin 18:08
Well love one of the things that you said here in that you said, hey, there’s there’s multiple different platforms and multiple different things. So a lot of times I’ll go to a conference, and I’m just gonna, I’m just gonna lay this out there. Sometimes I’ll hear the one vendor who comes in and says, Hey, I just found this new way to target people. And this is the way you should do it. When the huge brands are using all of these different ones,

Robert Vencil 18:31
yeah, so one of the biggest things we hear right now, you know, this, you could almost say, catchphrase, geo targeting. Everyone thinks that, you know, geo targeting is this hot new thing that’s never been done before? Well, in the paid world, if you hear something that’s never been done, been done before, it’s all been done. It’s just a different way of thinking about it. And from geo targeting, you know, if someone’s selling that you don’t want to just target from a location based when you have all these other factors that you can bring in, you know, so if you visited a local branch, because you are with your friend who happens to bank there. Well, you know, you’re a different customer base, and then your friend who’s actually there. And so how does location tell you what kind of customer you are, what kind of car you are, when you can bring in website behavior, engagement all online because you have this data at your hands. And so, you know, just layered all together, you can get better results. When I think about it, like, you know, if you targeted people very specifically, like

Ben Pankonin 19:28
you wanted to go target my church, right, you would sort of like, you know, you might run into someone like yourself who just had a new baby, or you might run into someone who’s retired. You know, but that’s just one of the demographics you’re looking at. where, you know, maybe if you were targeting town town might say, well, there’s people that live downtown, there’s people that work downtown, and there’s people with all sorts of different ages, demographics and interests and behaviors online, that we might want to look at. So yeah, I appreciate that kind of balance in it. So let’s let’s talk a little bit about Google versus look like. Yeah.

Robert Vencil 20:05
So really what we’re looking at here, as Google, especially the search side, you know, there’s multiple sides to Google. But a lot of people here at Google is it’s the search tab. No 75% of, you know, a poll found that 75% of people find search text ads helpful and when they’re conducting a search online. And so with Google, what we’re seeing here is, for example, you know, we just search Chase Bank Accounts here in Lincoln, Nebraska Chase, just recently, in the past few months, open their first branch here. So you take that location into account. It looks like Chase Bank doesn’t think our Lincoln markets worth targeting. And so, you know, they obviously haven’t updated that location based bidding, which is important because, you know, I’m a very my search intent tells me I’m a very qualified lead for them because I use their brand name in that search. So you layer that search intent with location, you know, we should be ranking Above all these other local branches here.

Ben Pankonin 21:02
Right, right. So you know, what’s happening is sort of nationally, there’s other brands who are marketing with the Chase Bank search. And in fact, you’re showing us that there’s some other some other ones that can show up. Yeah, yeah. When you start making that search query. So yeah, I think that’s a great market, right? When we start thinking about, hey, they just dropped a branch that whoever’s running their their digital or paid hasn’t hasn’t realized that yet.

Robert Vencil 21:30
Yeah. And I think what, you know, kind of gone away from that search. As you can see, in these other two examples, this gives a pretty good example of real time updates with ads, you know, four months ago, neither of these ads would have been all that relevant was a character, you know, here’s that four months ago, what were these small business loans in this time of need? So it kind of shows the power of search and paid, you know, paid ads in general and what you can do to keep that message relevant.

Ben Pankonin 21:56
Yeah, well, in realistically right now, we’re in that spot where We’re seeing some great uptick of the community and regional financial institutions that are saying, Hey, we can drive a wedge between the large brands who are trying to target in our market, especially with small business owners right now. Yeah. Because small business owners, you know, a lot of them are disenfranchised. Or maybe they reached out to their large banking brands. And they’re saying, Hey, you know what, maybe now’s the time for me to really, you know, have a relationship with somebody locally. Yeah. Yeah. So we need to talk a little bit about some of the stuff behind the scenes. Help us understand we’ve talked a little bit in the past about pixel tracking, but help us understand a little bit more about how that works. Yeah,

Robert Vencil 22:40
so I’ve been talking a lot of research, you know, a lot so far about this data, this engagement, online engagement, tracking people’s behavior on their website, well, that just doesn’t magically appear on. It’s based off pixel tracking, which is a little snippet of code that’s attached each website which tracks user and user interaction across the you know, your site. This is different from a cookie that you might hear because it’s not web based. It’s server based. And so really without the pixel paid, paid advertising isn’t worth its effort because you lose all that data. So what a paid pics are, what a pixel does is it tells you what pages you visited. Did you or did you not take action on website? And it feeds all this information to you to then make real time updates?

Ben Pankonin 23:26
Yeah. Yeah. So when we thought when we started thinking about those paid ads, you know, you’ve got pixel tracking, which kind of helps us to understand where they go. But also, not just on our website, but also Google gets to track us, wherever we are essentially, right at this point. Yeah.

Robert Vencil 23:47
And so what this you know, one of the key things about this pixel is once you visited the website, it can then follow you across the web. It can follow you across device too. So you know, I visit social media. assurance on my desktop browser. And I jump into my yahoo mail app, you know, that pixel allows you to certainly have within that within that app and follow where I go. And none of this is possible without this tracking.

Ben Pankonin 24:13
Cool. Cool. Yeah, no, I think that that really helps to kind of understand a little bit more about how that work. Um, so when we think about where

our data is stored, or capture, like, what are we looking at,

Unknown Speaker 24:27
to find that data?

Robert Vencil 24:29
Yeah, so real, there’s so many different things to analyze, and they’re looking at data. Um, a lot of it is managed within that platform itself. So if I’m working in Google ads, I’m working in facebook, facebook ads, that gives me a lot of important surface level data. So kind of what I like to think of this for is if you’re trying to diagnose a car problem, you know, a lot of car issues you can tell from the surface, you know, I picked up a nail I have a flat tire, there’s squeak You know, my belts gone bad. I have a broken window. That’s kind of what that those, add on. platform’s giving you know it gives you What’s your click through rate? How much are you spending per per click? what’s what’s my budget efficiency right now? Where are my conversions coming for what keyword what ad what placements driving that? Well, that can give you great, great data that can make complete degree of decisions. But sometimes you have to dive a little deeper. And just like what the car sometimes you have to get under the hood to actually see what’s going on. So that squeaky belt you have is it coming from leaking fluid, you know, fluid, what’s going on there. And that’s where Google Analytics comes into play, because that’s where it pulls in the website behavior and the website data. So you know, I might click through that you might click through the ad. If I click through, I might engage with, you know, four different pages, sign up for an email and then lead to a conversion. You might click through an ad four different times and do absolutely nothing on that page just because you keep forgetting. So you would have a higher click through rate, which you think is great, you know, awesome. I’m getting clicks when reality it’s kind of money down the drain because you’re not thinking gauging the Patriot all compared to me. And that’s what Google Analytics gives you insight. So you have to pair that data together. Because also with Google Analytics, you can go beyond what pay what’s going on on the paid side. And it gives you how people are interacting with your website and your brand from all digital standpoints. And you pull in just beyond paid more organic and your social efforts. It gives you a fuller picture of the type of customers, the type of people that are interacting with your website. This gives you access to more data and to lead to better decisions down the road.

Ben Pankonin 26:27
Well, I like that, you know, thought that, you know, part of what you’re looking for isn’t just this immediate, Hey, I just bought something. Some of the time you’re guiding people to move to a branch, right? And we can track and see did they go to the contact page? Did they go look? And so you’re able to see that traffic? didn’t just stop at that page? Maybe it continued? Or maybe they bounced. Yeah. So you’ve sort of given us a few different terms here. Can you walk us through some of the terms that you just started? Yeah,

Robert Vencil 26:57
yeah. So so these are kind of some of the things terms of here within the industry. So click through rate. That’s the percentage of people who are clicking on the season. So you and I see an ad that’s two impressions, you click I don’t that’s one click that’s 50% click through rate. So really, that’s this basic is what it is. cost per click is the average cost it takes for someone to click on an ad or some viewer base, you know, cost per impression. Kind of long the same idea, you know, you click on an ad, it’s $1 I click on ad, it’s, you know, $4 he averaged that out. Bounce Rate. So this bounce rate is a little different in the in depending on industry, because a high bounce rate isn’t always bad. But what a bounce rate is, it’s when a user lands on a page and doesn’t take any other action and leaves the website. So most the time a high bounce rate isn’t a good thing because you really you want somebody to interact with your website and interact with your brand. So you land them on you know, mortgage page, you want them to find out more about what you who you are as a bank. What are other things services you offer. But now if you’re promoting an article on, you know, a new blog post or an article that he just wants some simple viewership that, well maybe it’s not bad if you have a high bounce rate, because you would look more at the pageviews or average session time jumping them at the bottom. And that’s the amount of time spent per spent per page. So that is, you know, if I’m reading an article, you know, you might have a bounce rate of 80%. But if your session times there three minutes, that shows you’re getting the reads, you’re getting the views, and then pageviews. That’s how many pages on your website are viewed per session. So I click you know, I land on a page. That’s one click on three others before so

Ben Pankonin 28:40
nice. Good. Yeah. I love the sort of depth of that because a lot of times we look at bounce rate and go. They just didn’t do anything. Yep. But that that might not be the whole story.

Robert Vencil 28:52
Yeah, it really depends on what your objective is there.

Ben Pankonin 28:55
So how do we add your Google Analytics I think for a lot of us has been that platform that we’ve put in place. And a lot of times it sits behind the scenes. And we don’t really think about it. We wonder what our page visits are, we may look at some individual page visits. But how are you thinking about optimizing this Google Analytics?

Robert Vencil 29:14
Yeah. So really, you pull in all the data that’s available to you, and you look at user engagement as a whole. And so what’s important is we have all these statistics and we have all these data points that we’ve just been talking about. And you don’t focus on those on each in the silo, you pair them together. So if you have actions on your page that you want to track whether it’s email signups that someone click on an image from a carousel, did someone sign up for a checking account right there, you want to create goals for these and track that and track it from the from the clicks. So let’s say someone clicks through on an ad and kind of going back to the high click through rate, well, I’m looking at high click through rate and that’s good. But you also want to analyze you know, the bounce rate, the pages per session, the conversion rate, and you pull all that data together. Which Google Analytics gives you access to. And that shows you whether platforms are performing well or not. And beyond those, you’re also looking at, you know, you can see how your website flow is. So if I’m clicking in and landing on a certain page, you know, maybe your users are having a standard of landing page homepage, and then they’re getting to a third page, but all of a sudden viewership dies off. It gives you insights to where on your web page, you know, conversions and, and just traffic in general.

Ben Pankonin 30:33
So what are you looking at when you’re looking when you’re opening up your Google Analytics?

Robert Vencil 30:36
Yeah, so what I’m looking at is kind of like a culmination of all these stats. So big ones are pages per session, average time spent per session, because this is giving you overview of our people engaging through my website. So you know, from there, then I might go down into Okay, I have people engaging, where are they going when they’re engaging. And so Google Analytics gives me out access to their journey across my web page. And this kind of gives me insight into different types of users, you know, I might be targeting people in the mortgage market here in Lincoln, Nebraska. But maybe I have a subset, that’s all of a sudden looking at college savings loans. So that kind of going back to your church analogy that gives you two different customers within one population. You have people that are also looking for a new home, but maybe they’re also a new family, like my wife and I are. So we’re looking to start a savings account for my daughter, and you know, get our first home. So wonderful, you’re gonna get some. So after that, you know, I might look into Okay, I’m getting great engagement on this, where are they coming from? So then you can go into conversion paths or engagement paths, which is also available you into and available to you in Google, and it tells you what your lead sources are. So are they coming in from paid? Are they coming in from my LinkedIn posts? Are they coming in from my SEO game, and that gives you more of an idea of where you’re qualified? leads coming from which could then point to where you want to put your paid ads. You know, if you have zero engagement on Instagram and none of your traffic’s coming in from there, it doesn’t really make sense to advertise on that platform.

Ben Pankonin 32:11
Yeah, we had a great tweet come in that says, hey, the hardest part for a lot of community banks, is from what I’ve seen is effectively keep up with all of this, when you wear multiple hats in the organization, and you know, that’s absolutely why we’re doing this webinar. One is because we think it’s great to understand a lot of that. And I think, to answer the other part of the question, stay tuned. We’re trying to make this easier. And so, you know, we’re really introducing some tools to help make that easier for community banks to so So Matt, thanks for that. Thanks for the tweet in. I believe, Matt, it’s based in in Texas, too. So So thanks for thanks for bringing that in. Were stated. So so let’s, let’s talk a little bit about Google Analytics and goals. How do you think about that when you’re setting up your Google Analytics Thinking about how you’re tracking?

Robert Vencil 33:01
Yeah. So just like you said, business objectives, you know, your day to day operations kind of translate into the digital side, too. You know, Google Analytics allows you to track more than just leads more than just conversion. So if you have something that you deem is worth monitoring, you want to know, from engagement standpoint, Google Analytics allows you to set up that goal for it. So you know, we can track page visits, we can track session duration that can tell you how qualified work qualified users are coming from. You can track certain events such as someone, click on an email, sign up, someone click on an image. All of this is available to Google Analytics. And that can then give you that information. And so it’s a pretty easy setup, you know, comes from setting up some code on your website. But really, you just need to think about what’s important to you, and what’s important to you from an engagement standpoint on a website, and then find a way to integrate that into Google Analytics, which just by reaction you can.

Ben Pankonin 34:01
Yeah. So like you’re saying, it isn’t just about sort of setting up your Google Analytics and leaving it? Yes, you have to set it up. And we have to, we have to work on it, right? Like if we want to have those kinds of actions and those kind of outcomes, and we have to set a target or a goal and figure out, hey, maybe we do want people to go to our contact page, after visiting one of these landing sites.

Robert Vencil 34:24
Yeah. And that’s that upfront setup is, is crucial, because, you know, you Google Analytics, like you said, will give you the basic website user statistics, you know, you can look at the bounce rates, you can look at the sessions and all of that and the new users. But unless you set up these goals, you’re not really going to know what that means for your company. Yeah,

Ben Pankonin 34:43
yeah. So few of the different areas for using that website data. So taking your Google Analytics, which at the end of this, we are going to talk about helping you with your Google Analytics. So how do we use that that website data to inform Last one, we’re creating other strategies.

Robert Vencil 35:02
Yeah. So you really want to get creative with it. You know, there is no one way to look at a set of data. So you want to kind of think creatively and see how you compare what’s in front of you and reach new people retarget current people with a new message and analytics gives you that opportunity. So kind of as you can see here, you know, these are just some different ideas of how you can retarget people so all look at you know, we have a campaign set up for new account, signups new checking account, signups, what kind of going back to that call of savings, conversation, we’re just having, maybe you’re getting a good number of those people go into that call savings information pages, or interacting with pages related to that, you can then break that segment that segment audience out and target them with more specific messaging to Hey, you know, along with an account setup, we also have these college savings options for you. You also need to look at where you’re at qualified leads are coming from kinda like I said, if you see great traffic coming from LinkedIn, and a lot of it’s organic, you’re not running any paid ads on LinkedIn. That could be, you know, that could be an indicator that, hey, these are good. These are the people I want to interact with people on a reach, I’m going to, you know, boost some of my organic posts, or I’m going to run some paid ads on there to reach more people. Um, where is the high pay, you know, if you have a page with high engagement rate, but no traffic? How do we fix that? Because that’s a common issue a lot of people run in with they have a poor SEO game or no paid search, you know, you might get four hits on a blog post. But those four hits the you know, there’s been, they’re going to six different pages, they’re spending five minutes on your site, and they’re getting signups. This tells you that and this can give you an idea of Okay, we need to run paid ads for this. And you also have access to the demographics and types of people that were interacting with that page. So you can then target them and then reach a broader audience of people like that. Another thing is, do you look at device data so kind of like said people are on multiple devices throughout the day. And those landing pages look different for, you know, per site. So maybe you’re on a mobile device, and you have a page with a lot of, you know, high amount of videos, those videos, you know, those pages are leading to great engagement and good leads, well, you can run a video based campaign or campaign just on mobile, that targets those videos and those users that are interacting with those.

Ben Pankonin 37:22
That’s great. No, I think I love your the holistic approach you’re talking about and, you know, I was just on a call recently where someone said, What about just just sort of offering a boost budget to a group of lenders? And, you know, one of the things we walked through in that process, just from a compliance standpoint, is are you aware of the demographics, I can target just on Facebook? You know, because, you know, from a compliance standpoint, if we start looking at CRA, potential redlining or Truth in Lending laws, one of the things I run into really quickly Are things like, hey, yes, I can do targeting, that would be exclusive. I can do targeting, I have that capability with Google with Facebook with with a variety of different platforms, they have removed some of those options. So I think that’s, that’s been a positive, but but there’s also a number of different compliance things, things like making sure that my disclosures are one click away. We were on a call yesterday with a group out of California that we’re talking about, well, you know, we started running ads in, you know, for financial institutions, and we started getting shut down, right, like, those are the there’s a specific set of rules and regulations that not just for, for compliance reasons for for any audits, but also because, you know, platforms like Facebook, may shut that down. If it looks like a housing related, you know, things like that. That’s been particularly tight right now. In the last few months too, because some of

Robert Vencil 39:02
those been more automated. And that’s one of the beauty of paid, you know, paid ads is you can get as specific as you want. But you have to be careful as regulatory issues because, you know, specificity is a good thing. But you can get yourself into trouble if you don’t know what you’re doing.

Ben Pankonin 39:16
Yeah, yeah. So. So where do we go from here? We’ve got kind of that next step of what, where do we start? One of the first things I always think of is yet when we’re starting into something like paid social, we can’t sort of run a whole bunch of ads, and then hope that at the end of it, we get the kind of results we want, and are able to track what we ran. If we didn’t create that tracking upfront. Yeah. So like, you know, the one we were working on yesterday, and, and we had, you know, different segments, and you’re like, well, I’m gonna, I’m gonna actually break all of those out into different ads, because I want to see how that data is going to roll.

Robert Vencil 39:58
Yeah. And so we You know, one of the beauties of that segment and segmenting your audiences is you don’t have to one have a one size fits all ad. You know, you’re you’re not paying for a TV spot that you run one commercial. And then you’re targeting the general audience of that viewership at that time. Well, you can reach, you know, mom, dad and their child, all different types of ads, you know, from a page standpoint, because you can break out those audiences.

Ben Pankonin 40:24
Yeah. Yeah. So, so breaking that out? Obviously, you’ve got different types of ads. And then, you know, like you said, we don’t have to think of just one type. When we’re creating an ad campaign, it doesn’t have to be just search. It doesn’t have to be just display ads. We can run one thing on YouTube and, you know, in a very different ad on Facebook at the same time.

Robert Vencil 40:45
Yeah, so kind of like talking about you don’t have to target you know, one ad per audience. You don’t have to choose one platform and run it. You know, these campaigns work best. Because like I mentioned earlier, digital usership and multiple devices. usership is so high right now. It’s best to reach them across different platforms that are relevant to you. And I want to own that data and see where they’re spending time. And so you can run, you know, a search campaign on best targeted to desktop, and then really hit home, you know, the video on mobile, because that’s what your usership looks like. And you just don’t want to think of these particular channels and these audiences in silos. And you want to think of that kind of as the whole collective audience and collective user journey. And those what that campaign to your pay campaigns need encompass?

Ben Pankonin 41:26
Yeah, I like that. So when we think about, you know, good ads, you could have broken this into a few categories for us.

Robert Vencil 41:34
Yeah. So you can’t just roll out, you know, clever, saying, you know, get quick witted and throw up an ad and the whole people click, you’ll you’ll show up, but you’re not going to be seeing the rankings you want. There’s a science to behind creating relevant and good copy for these ads. And so part of that is I mentioned earlier, the quality score of an ad. Well, there’s three main metrics and this is across the board for all the platforms you know, it’s expected click through rate app relevancy, and landing. page. So your expected click through a kind of think about it is how catchy is my ad? How is that going to catch your ID you want to click? And so Google and Facebook polling past data to see how that has performed historically, ad relevancy? Is my ad relevant to you? You know, Ben, I know you’re a big golfer. So as you know, my golf has been more relevant to you than to my wife who’s you know, only swinging clubs a handful of times. So she’s not going to be hi relevant target on that landing page experience? How much is your content matching up with your website, that this is to protect, you know, from people kind of throwing false ads out there just leading to poor traffic. And so all of these work together, again, talking about the whole collective, these work together to make a good solid ad, and you have to read the data to tell you what’s working, what’s not working. Next, as I said, Be as specific with the content as you possibly can you have access to all you know who your target With these ads, and you know, these ads are only going to show up to them. So you can be specific with your messaging. And you can run like we talked about, we’re going to run three different ad variants, you know, for this campaign, we’re going to be starting up soon, because those are three different particular audiences. And that’s going to lead to a better quality score, overall than just running one large ad. Yeah,

Ben Pankonin 43:20
I liked it. So your quality score kind of inaction. Here’s what some of that looks like. You pick the digital marketing one. And then you’re also looking for, hey, I searched for this, but the result was also this.

Robert Vencil 43:31
Yeah. And so this kind of shows how important now we’ll focus on search here, how important keyword placement is within an ad. So that quality score can also really dictate how much you’re going to pay per click. So for example, I work with a brand last year where we included their branded name one more time and their ad. And so what’s that’s called exact match. So you search digital banking, for digital marketing for banks, that’s an exact match right there. What you see And what they saw was a 30% decrease in their overall spend for that term over the year. But they also saw a 15% increase in revenue, because or 15% increase in return on adspend. Because that cost per click drop so much, but their conversion stayed the same click through rate higher.

Ben Pankonin 44:19
Yeah. So I mean, what you’re saying is, you know, having someone who has an expertise in this isn’t just declining your cost per click by 5% 10%. It’s not sort of like a slight optimization. It can be a huge optimization. Yeah, 50 plus percent.

Robert Vencil 44:36
And that’s really where it’s important to follow the data. You can’t fall in love with the ad copy of the image you create from the start, if that’s not leading to the best results, you know, the beautiful thing about paid search is and PPC overall is the users are telling you what they like and what they don’t like. So listen to them because that’s in essence, who you’re trying to reach.

Ben Pankonin 44:58
Also, so So with all of that, you’ve given us a ton of different stuff to think about in terms of creating great ads, creating, you know, exact matches really reducing a lot of that cost. Yeah, as some of the comments and questions about, yeah, but can we run all of this? That’s kind of what we want to show today to from social insurance is that we’ve actually created a platform to make this far easier to run these kinds of ads. So our ad management platform allows you to create simple ads. You can design your own, you can request that you help in designing those, and then we actually do all the reporting after that as well. And the way that simply works is it’s something that you can, you can go in, click in, create your own ads, you know, name those attach budgets, to those specific ad sets. And then you can select each of those individual demographics you want to target. We have whole layering methods. As I’m in there to allow you to select some of those, again, if those are things that you don’t feel comfortable selecting, that’s also an option, right, you can have that via smart select where we’re will help run those ads. Again, we’re going to optimize each of those that you create within the social assurance tool. So we’ll help manage all of that process. But then we also allow you then to, to select the business objectives as well as those different things. So it’s not that we’re playing down to things like your specific zip codes you might want to target. We do think that’s valuable. Clearly, geographic locations are important, but if you simply want to target areas around branches or things like that, we have some simple ways for you to select those as options. And then again, if you’ve got graphic design staff in house and and feel comfortable having that creation done, will certainly give you feedback and help manage some of the compliance questions and then feed that back through our platform. In an approval, so you simply have a poster that comes back through, once you’ve completed your artwork, then we would work on that, behind the scenes place that advertisement for you. So we’re excited to introduce this because I think it really does simplify the whole process for any financial institution that’s trying to get into online advertisement. Or if you’ve got, you know, a typical spend, you know, that’s something that really allows you to, to kick that forward and be able to select it in here. Again, if you want to design it, or you have some things you want us to design or you simply have artwork that you want to share. You want your bank president in that ad or some specific logos or entities, you know, this is where you can upload all of that into into one spot. Send it

Robert Vencil 47:48
Yeah, and I just, you know, want to throw in that. You know, you a lot of times in PPC you’re going to hear that, you know, we can fully automate everything and automation is the future of PPC and search marketing law. That’s just not true. There’s still that, you know, we’re still marketers. And there’s still that human touch that human decision of, of what’s working, what’s not working and being able to analyze this data and know, you know, kind of behind the scenes of what goes into it. And, you know, if you hear someone say it’s fully automated, that’s just not true. It’s search, marketing. And PPC just doesn’t work that way. Because you still need to make those targeting decisions, and those creative decisions and that’s what’s going to optimize your budget and optimize your campaign.

Ben Pankonin 48:28
Yeah, and you know, each each area is different. Each brand is different. You’re absolutely right. We can’t automate everything. But you know, this is this is our best attempt to help make it simple. And so I think, you know, behind the scenes, this is really our way to say, Hey, we can we can create an experience for you to create those automated ads, whether you’re creating it for your brand, or you’re creating it for all of your individual lenders in that capacity. But you know, all of this is we started out what a really how do we start Getting into this space for for many of you, this is really the best way is to start with your Google Analytics. So. So that’s something you can work with us on reach out to any one of us that social insurance will schedule a call request access to help walk through that Google Analytics with you because we want to start with the data you already have. Let’s see where the traffic’s forming. Let’s see where that’s happening. And then we can back into some potential ads and, and then offer you access to the ad management platform as well. So we’ve got a couple steps in that process to really make that a seamless process for you. But the first part is to really, you know, for us to understand how your Google Analytics is working with your current, organic or paid social as well. So Robert, you’ve done a fantastic job next on your first webinar. We covered a lot of material today. You know, we are When you think of, of paid social, this is obviously an area where career wise, you’ve spent a lot of time. You know, what’s the biggest challenge to this whole space for you?

Robert Vencil 50:10
Now really the biggest challenge is staying creative and finding ways to kind of optimize a career current, current targets. So what the beautiful thing about pates paid socialism and paid search in general, is you have all this data at your hands. And your job is to find ways to stay creative and hitting, say the same people with relevant content. And so it’s what I like to tell people is there’s really a mix of being analytical and creative at the same time, because you have to be able to read that data and read what’s going on and back end from website, but then getting creative to say, okay, you know, this customer You know, we’ve had this customer for 15 years, but their website, you know, the website staff is starting to say, hey, they’re starting to explore these different Notice different offering this different product and coming up with relevant way to reach them where they are.

Ben Pankonin 51:04
Yeah, I love the space because it moves quickly. We have to understand data, we have to understand the technical aspects. But we also get to interject a lot of creativity. Yeah, in this process. So I think that’s what, what makes it exciting and fun. You know, feel free if you’ve got questions to reach out to us social insurance. If you want to invite to the ads management platform. We’re glad to talk through some of those next steps to help that. But first step first. We’d love to work with you on Google Analytics to help to help really provide some of the understanding you just talked about, provide a report back to you to to really understand how you could potentially optimize that for for online advertising. So thanks again, for joining us social insurance. We’ve got another webinar coming up. Just after the Fourth of July, we’ll be talking a little bit more about community interactions and really what that’s like. To jump into your community and have a bigger impact, but thanks for joining with us and stay well and enjoy your summer. Thank you

Transcribed by https://otter.ai